EditorsJun 17, 2024
Q&A: Al Cook on the Future of De BeersLab-GrownOct 02, 2024
Lightbox Continues as a Brand, While Supplies Last?
The De Beers-owned lab-grown diamond company is rebranding and creating new collections, though its long-term future remains unclear.
Lightbox worked with creative studio Decade on one of its two new campaigns for fall 2024. Shot on location in New York City, it features model and actress Emma Breschi and members of her family, including her lola (grandmother) Tess, pictured at left with Breschi.
Gresham, Ore.—Lightbox revealed its plans to rebrand late last week, just a few months after De Beers Group announced it would no longer be growing the gem-quality diamonds Lightbox uses in its jewelry.
The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
Related stories will be right here …
The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
During the Las Vegas jewelry shows in late May/early June, De Beers announced plans to shift all production at its diamond-growing factory in Gresham, Oregon—the $94 million facility purpose-built for Lightbox and opened in late 2020—to industrial diamonds.
In an interview conducted at the JCK show on May 31, De Beers CEO Al Cook told National Jeweler that Lightbox as a brand would still exist, with gem-quality diamond production continuing at the factory “for a few months” to ensure it has stock to sell.
When asked what happens when the brand exhausts its current supply of stones and De Beers is no longer growing diamonds for jewelry, Cook said in May that it was “too early to say.”
Lightbox CEO Antoine Borde was not made available to National Jeweler for an interview regarding the company’s rebranding and its future, but a De Beers Group spokesperson confirmed Tuesday that the Gresham factory is no longer producing diamonds for Lightbox.
The spokesperson also reiterated Cook’s response from May about Lightbox’s long-term future, noting the brand’s “ongoing role in supporting differentiation between natural and lab-grown diamonds.”
Lightbox’s “Poet” hoop earrings from the “Reminiscence” collection, seen here in 14-karat white gold, are set with half-carat lab-grown diamonds and retail for $700.
This “Alberta” necklace from Lightbox’s other new collection, “City Lights,” retails for $700. The pieces in both new collections are available in 14-karat yellow or white gold.
The “Wistful” lab-grown diamond drop earrings from “Reminiscence,” seen here in 14-karat yellow gold, retail for $600. They total 0.5 carats (a quarter carat in each ear).
The three-stone “Sellwood” ring from the “City Lights” collection, pictured here in 14-karat white gold, retails for $600.
Lightbox’s rebrand included new jewelry boxes.
Lightbox’s new logo, tagline, and campaign imagery went live across all the brand’s channels last week, and its updated website launched.
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
More on Lab-Grown
The Latest
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
IndependentsMar 26, 2026
Peter Smith Pens Book on Human Behavior in Sales“Essentially Human: On Sales and Salespeople" reveals the underlying human traits and behaviors of the most successful sales professionals.
CollectionsMar 26, 2026
Lionheart Celebrates 13 Years of ‘Cassandane’The collection features symbols of love, luck, and light, based on the story of Queen Cassandane and Cyrus the Great of Persia.
